McDonald's Uses Peace Day to Send an Anti-Hunger Message
Christopher Magsambol — September 23, 2015 — Marketing
It seems as though McDonald's rejection of the McWhopper was for good reason as the restaurant chain has released a new anti-hunger Peace Day video.
The short, 30-second spot explains how war often leads to food scarcity and subsequently hunger. McDonald's also makes clear that war creates refugees, which is at its highest number since World War II. McDonald's has found an ingenious way to better connect Peace Day to its products, while addressing significant global issues. The ad ends by asking viewers to donate to the World Food Programme.
The ad spot is incredibly timely as the refugee crisis continues to grow. The one-day campaign will be made available throughout the brand's social media sites across the world. Other companies, including Burger King, Google and MasterCard have shown solidarity in this Peace Day effort.
The short, 30-second spot explains how war often leads to food scarcity and subsequently hunger. McDonald's also makes clear that war creates refugees, which is at its highest number since World War II. McDonald's has found an ingenious way to better connect Peace Day to its products, while addressing significant global issues. The ad ends by asking viewers to donate to the World Food Programme.
The ad spot is incredibly timely as the refugee crisis continues to grow. The one-day campaign will be made available throughout the brand's social media sites across the world. Other companies, including Burger King, Google and MasterCard have shown solidarity in this Peace Day effort.
Trend Themes
1. Anti-hunger Support - Brand advertisements focused on anti-hunger efforts provide an opportunity for corporations to become more socially responsible and promote tangible actions for their customers.
2. Social Awareness Campaigns - Brands can use their platforms to advocate for and bring awareness to critical global issues, providing an opportunity to mobilize customers for social good.
3. Refugee Support - Providing direct support and relief efforts for refugees, particularly in the form of food and basic necessities, may represent a disruptive space for food corporations to support and better meet the needs of this global population.
Industry Implications
1. Fast Food - Fast food corporations can play a role in addressing global hunger and supporting relief efforts through their marketing strategies.
2. Technology - Digital technology can provide a unique vehicle for brands to connect with consumers and engage in social advocacy around global issues.
3. Non-profit and Philanthropy - Non-profit organizations and philanthropic foundations can play a critical role in partnering with corporations to create sustainable social good initiatives and drive awareness around pressing global issues.
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